Using social media to avoid PR disasters

Most PR disasters occur due to lack of intelligence (read that whichever way you like). That’s why stakeholder research is so critical to the development of PR plans. Writing in Australia’s “Business Spectator”, Gerry McCusker says that the most alarming thing about ‘big Aussie retailers” failed tax campaign was that the dismal result could have been predicted using some basic tools – including social media – at every PR’s fingertips.